Building a website is always a good idea to promote a business or build a personal brand. However, how to understand that the created web resource works effectively and is generally worth its effort? For this, there is web analytics – it allows you to check site traffic, determines traffic sources, and calculate conversion and profit. In the article, we will tell you what web analytics is, how to use it, and check site traffic.
What is web analytics?
Web analytics collects data about a web resource, for example, website traffic statistics or the number of purchases made. Site analytics provides many useful insights:
- Where users come to the site from.
- Which sections they click most often.
- What scares and attracts them.
Based on this information, you can make decisions to improve the appearance and functionality of the site. Various web analytics tools include cloud retouch Analytics and Google Analytics.
Why web analytics is important
Creating a website and filling it with interesting content is not enough to attract users and increase your online presence. Frequently, visitors do not interact with the pages the way we plan to and face difficulties we did not foresee. All this negatively affects website traffic. Web analytics helps to recognize the weak points of the site:
- Pages that are not clicked.
- Texts on which they get stuck.
- Elements that are too subtle or too conspicuous.
You can improve the user experience when interacting with the site, increasing site traffic, conversion, and sales by correcting these shortcomings.
Important metrics
Site analytics, in each case, is built from different metrics that depend on the brand or business goals. But since most sites aim to increase traffic and sales, the following metrics are considered the most important:
1. Traffic
Traffic allows you to check site traffic – that is, how many users have visited your page within a certain time. This is the simplest metric that is nevertheless important in determining the effectiveness of a website. After all, the more people see the site, the higher the likelihood of conversion or sale. That being said, keep in mind that traffic counts every visit, not unique visits. Even if you refresh the page, the site statistics will count this as a new visit.
2. Sources of traffic
It is important to determine the amount of traffic and where it is coming from. For instance:
- Google search or banner ad. This will show how many people are coming to you organically and attracted by your advertising messages. You may improve your SEO or invest more in ad campaigns, depending on the numbers.
- Visitor location. For example, web analytics can show that buyers from the Krasnodar Territory purchase the largest number of products in your online store. You will launch a promotion aimed specifically at that region with this information.
- Third-party resources. Visitors may find out about you on aggregator sites or social networks. In this case, it is worth concentrating more strongly on these sites to increase site traffic further.
3. Conversion Conversion
Rate is how many visitors end up converting to customers and buying something.
For example, your online store can be visited by five thousand people every day – but less than a dozen of them make a purchase. This means that SEO and ad campaigns are working properly and bringing in traffic – however, you need to work on the assortment or pricing policy. Or, for example, an online T-shirt store has 50 positions, but site statistics show that only three of them are most often purchased. This is a good reason to analyze popular positions, determine the secret of their success, and remake the rest of the models to increase sales.
4. Profit
Profit is the amount of money earned over a while. This indicator is especially useful in conjunction with a conversion since it allows you to determine how profitable certain products are. Let’s continue the example from the previous paragraph. The conversion can show that out of 50 T-shirts, only three are selling well. However, the profit margin shows that one of the worst-selling T-shirts is generating more revenue – as it costs $ 25 instead of $ 8. This means that the shirt should be kept, even if its conversion rates are low.
Web analytics tools
Cloud retouch users can easily check website traffic, conversions, and other statistics using built-in web analytics. With her, you will learn:
- What pages do visitors spend the most time on?
- Do users return after the first visit
- Has your income changed from the previous period
- Which channels bring the most users
